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By moving towards making all searches secure, Google has taken away most of the organic search-term data from its Analytics tool, thereby leaving the rather cryptic ‘(not provided)’ as the top keyword in the search terms driving traffic to your site.

The time and effort spent in coming up with creative, interesting social content is all for nought if Facebook posts and tweets are published at a time when nobody is listening.

Therefore marketers need to test and analyse their social activity to work out the most effective types of content as well as the optimum time of day to post updates.

In a talk at Brighton SEO last week Moz director of community Jennifer Sable Lopez ran through a number of useful tools that can help marketers to test their social campaigns and content strategies, highlighting the best use cases for each one.